Mobile banner ads are enjoying a sustained increase in their cost-per-thousand-impressions rate that began with Black Friday, when the rate reached 76 cents, compared with 68 cents the week before and 63 cents in October, according to MoPub. By last week, rates had settled back to 74 cents, still up substantially. Moving ahead, MoPub strategy head Paul Gelb says rates are likely to continue climbing as advertisers now "have a lot more knowledge or understanding of the inventory that is performing best" and will pay to take advantage.

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